One of the most important skills in public relations involves writing in a neutral manner. It helps reporters and editors publish your press releases and bylined articles, and it ensures maximum impact for your clients.
Press releases follow an inverted pyramid structure with the most important or timely news up front. It states the facts and developments in a neutral manner with any opinions reserved for the quote. This gives press releases a pleasing stacatto format as you read one sentence after another without any fluff or embellishment. It also contrasts the body of the press release with the quote, the one place where opinion rules and no new facts should be introduced.
Bylined articles follow a similar tone in a teaching manner, describing the latest developments in your field. The fact that your client’s product happens to fulfill the demands of these developments should be handled with a bit of finesse. The idea is to inform the reader while engaging in some subtle self-promotion.
The adoption of a neutral tone is particularly well suited to online promotion where most people are bombarded by a flood of spam. An informative article, either about the latest news or cutting-edge developments, will be most appreciated by the reader and will give your client’s prospects an incentive to explore further.